DOMINANT FACTORS THAT CONTRIBUTE IN PURCHASE DECISION OF SMARTPHONE BUYER IN CIMAHI

Abstract

This research aimed to identify the dominant factors that can contribute in purchase decision of Smartphone buyer. The variables used in this research are product feature, price, brand and social influence. The population of this research is employees that live in Cimahi and ever buy Smartphone with their own money and 50 respondents of the population is taken as sample of the research. To collect data, questionnaire is used in this research and five point Likert Scale is used to interview respondents. The collected data is converted to interval data by using SEM and analyzed using factor analysis. The result shows that there are three new factors that contribute in purchase decision of Smartphone buyer which are Prestige, Performance and Environment Recommendation.